4 Metrics for Analyzing SEO Traffic (and one to ignore)
I have a defense mechanism: When something makes me want to puke, I look at statistics, and I feel better. Last week’s economic shenanigans were more than enough to make me ill, so I figured I’d have a glance at my blog’s organic search engine traffic.
Here’s my analysis, with a little teaching blended in. You can do the same thing on your own site:
First thing I noticed: My keyword diversity is way, way up over last year. I now receive traffic from 5,247 different key phrases, versus 2,100 or so this time last year.
Keyword diversity is critical to any internet marketing strategy, for three reasons:
- More keywords means your less vulnerable to a drop in ranking with one of those words.
- Higher diversity means you’re getting traffic from more specific, ‘long tail’ phrases. In my experience, that traffic is higher quality, has better conversion rates, and generates far better return rates.
- You get to find really funny keyword combinations like ‘snidely whiplash’ and ‘buy a wife’. Those really did show up in my keyword list, by the way.
So, higher keyword diversity is good.
Visits from Search
There’s a lot of ‘em: 8,200 in the last 30 days. More than last year by a factor of 3 or so.
I keep much closer track of visits from SEO than I do rankings. That’s because rankings don’t matter if they don’t bring you traffic.
Finally, I want to see the quality of traffic from organic search results. In this case, I’m doing OK. Visitors from search engines are spending 1% less time on the site than others. That’s not worth worrying about.
Yes, I check them, but not often and not as part of my traffic analysis. Rankings for ‘money’ phrases takes a long time to change, so tracking them is like tracking the stock market: Depressing.
Yah, whatever. Pagerank doesn’t matter.